ITN Productions created a series of 10-second videos that use AdSync technology to appear on people’s tablets or smartphones during specifically timed ad breaks. The content features families, including celebrity couple Marvin and Rochelle Humes, who explain what makes their mealtimes memorable. The partnership with ITV, which was brokered by Vizeum, includes idents and mobile content that will appear in 'The X Factor' app, designed to "generate conversations around what makes an everyday meal a special occasion".